Apple is doing something about the incredible daily annoyance of unwanted phone calls.
The company announced Wednesday that it will give companies a way to register their information, such as names and logos, so that it appears consistently in different forms of communication. For example, if Walgreens does this and sends you an email about a prescription, you will see a “branded email” that clearly comes from the company and not an imposter. The same goes for phone calls, which will display the company logo if it is from the registered entity starting next year.
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This is all done through a program called Business Connect with the caller ID feature called, well, Business Caller ID. If it works as described, it will certainly save some people headaches in the future, but the limitations are immediately apparent. Companies apparently have to register themselves on Enterprise Join, for example, and adventurous scammers will always find some kind of way to scam.
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But at least someone is doing something. As someone who has received up to seven or eight unwanted phone calls in the past day, I appreciate it.